Writing with hype is easy and it's lazy.
We should use the kind of language that engenders trust. We should address a specific problem our prospect might be experiencing. We should let them know how our product or service can alleviate that problem. We should write, not at them, but for them.

So - here are just a few ways to write effective, hype-free sales copy.

1. Be specific about who you’re targeting

Write in a way that shows you understand your prospect’s needs and how you can help them. This creates an emotional connection. One way is to use questions.

Last week, I saw the best movie I’d ever seen, my sister made me the tastiest banana and maple pancake in history and I wrote the best web copy ever.

Guess what? None of this is true. You knew the claims were ridiculous as soon as you’d read them.
Sure, the movie was pretty good.
So was the banana and maple pancake.
The web copy? Well, let’s just say the client bought me a lovely bottle of plonk.

This might surprise you but it’s true. If you write only to make the sale, you will sound way too salesy.

Instead of focusing on the sale, think about forming a relationship with your prospect. Follow the mantra of the wonderful BBC. Educate, inform and entertain.
Here's what David Ogilvy, the king of copywriting said -

The consumer isn’t a moron; she is your wife. You insult her intelligence if you assume that a mere slogan and a few vapid adjectives will persuade her to buy anything. She wants all the information you can give her.

Would you lie to your wife or husband? (Answers in the comments section below). You would? Well, you certainly shouldn’t lie to your prospects.

Once your carefully-crafted, benefit-centred copy has brought them round to trusting you, they’ll be far more receptive when the time is right to ask for the sale.